Marketing Research

Comments (0)

Transcript of Marketing Research

Marketing Research - MarriottMarriott most likely used nonprobability sampling.Sent out the survey to their customers, not specific on how they selected these customersReceived feedback from 700 respondents in 30 daysPrepare and Present the ReportWritten and Oral presentation about the data.Research proposal - measuring the qualityMobile platform was success - Rated #1 mobile hotel site.Marriott's Sales jumped and are expected to continue increasing by double digits.Identify the OpportunityMarriott customers are mainly on the go business men and women.

Wanted to provide another customer service platform through mobile devices, with the chance of also increasing sales.Collect Primary DataMobile SurveyQuestions kept short and concise-Designed for speedQuestions focused on:sight functionalityusage patternsfeedback on a new city guide featureAnalyze the dataOverwhelming positive feedback.Helped produce a functional and customer friendly mobile service.Found that customers really enjoyed the city guide feature.Received a better picture on customer's usage.Took the survey at home.Plan the Research Design and Gather Secondary DataSecondary Data: By upgrading their website, Marriott was able to collect data about their users. They saw that most customers were using Blackberries.

Research Design: Specifically Marriott used survey research to obtain their primary research. With survey research, the researcher interacts with others to gather their information. Chose to conduct survey over their mobile devices in order to assure immediacy for their customers.IntroductionMarriott is a multibillion dollar companyUnderstands the changing technology in the market placeOpportunity to upgrade their mobile marketConducted Market ResearchSpecify the sampling proceduresIdentify and formulate the problem/opportunity.

Plan the research design and gather secondary data.

Specify the sampling procedures.

Collect primary data.

Analyze the data.

Prepare and present the report.

Follow upFollow UpAnalysis of the report and whether it helped the way it needed to.

Marriott's research and surveys paid off in the end with the expected jump in revenue and customer satisfaction.